IN A WEEK where adidas has drawn mixed reactions from its Stella McCartney-designed Team GB kit for the London 2012 Olympics, the brand has experienced more encouraging coverage on the other side of the Atlantic Ocean.
With the Barclays Center, the new Brooklyn home of the National Basketball Association (NBA) franchise the New Jersey Nets, slated for opening on September 28, adidas has agreed a multi-faceted deal with the venue which will see the sports brand operating the official Nets store inside the arena.
In addition to running the Nets Shop, adidas will be a fully integrated signage partner for Nets games and all other events at the Barclays Center. Adidas will also be an integral part of the Nets social and digital platforms, as well as being integrated through all of the Nets print publications.
Financial giant Barclays purchased the naming rights to the new arena in 2007, citing the need for greater brand exposure in New York City, paying a reported $400m over 20 years. In recent months however, it has emerged that Barclays will only be paying around $200m over the duration of the agreement.
Nic Vu, vice president of retail, adidas North America, led negotiations for the new partnership with the Barclays Center.
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG